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Personal values and the purchase of mass media entertainment services in rural India

Author

Listed:
  • Sarda, Lovekesh

    (Research scholar and PhD candidate in the Department of Humanities & Management at Dr B R Ambedkar National Institute of Technology, India)

  • Singh, Jagwinder

    (Associate professor in the Department of Humanities & Management at Dr B R Ambedkar National Institute of Technology, India)

Abstract

The study analyses the impact of six personal values on purchase decision for mass media entertainment services in rural India. The study finds that security influences all stages of the purchase process from pre-purchase to purchase, but not post-purchase, while conformity influences all stages of the purchase process except for need recognition in the pre-purchase stage. Hedonism and tradition have a similar impact on different stages of the purchase decision process. The nature of the product and the context of the purchase also affect the impact of personal values on the purchase decision. These findings will help marketers to penetrate rural markets in India. The study recommends that marketers should design communication messages to include local dialects and ensure that their content aligns with the culture and customs of rural people.

Suggested Citation

  • Sarda, Lovekesh & Singh, Jagwinder, 2020. "Personal values and the purchase of mass media entertainment services in rural India," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 5(4), pages 371-386, May.
    • Handle: RePEc:aza:ama000:y:2020:v:5:i:4:p:371-386
    as

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    More about this item

    Keywords

    personal values; mass media entertainment services; purchase decision process; rural; structural equation modelling;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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